Direct Response TV Advertising Executives Explore Innovations in Infomercial Campaign Management

May 28, 2010, 20:18 ET from Direct Response Academy

SAN DIEGO, May 28 /PRNewswire/ -- Television advertising executives gathered at the Response Expo in San Diego for a panel discussion on innovative direct response television advertising.  In a standing room only session, panel members discussed how they improved their infomercial campaigns.  

Members included:  Jeff Frankel of HAAN USA, makers of steam home-care products; Betty Jamieson-Dunne of ITW Space Bag, whose vaccum-sealed storage bags have been on air for over 14 years; and Andrew Wyant of LifeLock, identity theft prevention products.  Each panel member represented a brand that was successfully built through DRTV with a sustained presence of over 10 years.  

Direct Response Academy CEO Greg Sarnow, a DR industry veteran with nearly 20 years of infomercial campaign management experience, moderated the discussion.  Sarnow commented, "The ability to change and adapt to the marketplace can make a huge difference to the success of a DRTV campaign.  The key is constant innovation.  And that's what these companies do so well.  They know how to carefully manage each service provider and work every aspect of their campaign to improve their results."

Attendees came away with a bird's eye view of the main project areas that can be worked on, and the best practices these companies put into play.  They gained insights into ways to save on media, improve telemarketing scripts and the product offer, successful infomercial production collaboration, and how to integrate multi-channel marketing with the Web.

"There is always room to improve and create long-term success," continues Sarnow.  "You can watch the brand strengthen as innovative tactics are applied to the campaign."

For more information on the session's particulars and the best practices of infomercial campaign management, email, or call (512) 301-5900.  Visit:

The Direct Response Academy specializes in short form and long form DRTV campaign management.  The Academy has managed hundreds of DRTV campaigns in nearly every product category and provides an array of services to corporations and individual marketers.  The Academy also offers training on the best practices of direct response television advertising and DRTV media management, giving public courses throughout the year as well as customized on-site training programs.  

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Greg Sarnow

CONTACT:  Patti Mellody


SOURCE Direct Response Academy